When you narrow your focus–starting with your marketing first–it takes some time to get traction around that new focus. For most people, it’s FAR less than a decade. 6 months is not uncommon.

While you can change your focus later, part of the power of positioning is becoming well-known for that focus so that you are referred, recommended, and sought out because of it.

To do that, you need to stick with the same focus for a while.

DO NOT let this prevent you from starting. I know a lot of you perfectionists (I’m one too…) dread the idea of starting something without knowing every variable is accounted for and the entire path ahead is clear.

Do it anyway. Pick a focus and stick with it for 6 or 12 months, then refine that focus as needed. The long-term benefits are worth it.